Many entrepreneurs often ask: does my brand actually matter? But according to the Big Red Jelly CEO Josh Webber “Branding is EVERYTHING”. Many think that branding is a logo, fonts or even colors behind a company, but branding is, “the gut reaction that customers have to your product or service”. Josh shared 5 essential tips for all entrepreneurs and small business owners to implement to help grow your business to new heights.
Tip #1 Do not copy the “Big Guys”
This is such an important tip to consider when branding your business because when you copy the big guys it takes away from the uniqueness of what your company does best. You are not the big companies so do not brand the way they do. Focus on what you and your business does best, what your ideal customers want from you and focus on what your competitors are doing best. Placing your brand focus on the center of those three things will help you find the perfect sweet spot to brand your business.
Many new businesses fall into the trap of lowering their prices to make them competitive instead of focusing on the value of the product or service. The value of products and services that you are offering your customers is what will differentiate your business from the competition. Think about these three things when it comes to making your brand stand out.
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Focus on providing more VALUE instead of lowering your price.
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Being “different” is better than being better.
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Lean into what makes a small business SPECIAL!
Tip #2 Authenticity Over Perfection
When it comes to authenticity make sure that your brand truly reflects you and your company. Share the story of how your company came to be, consider your mission statement and ensure that this statement is true to your brand. The best quote when it comes to brand authenticity Brene Brown said, “Authenticity is more important than perfection. People connect with the real you, not some curated image. Share your struggles, your triumphs, and your unique perspective.”
Remove all stock photos, invest in photography of your own team! Share your team, your people and your founders. They are not perfect people but sharing your people on your website and social platforms will be more engaging to your customers than AI generated or stock imagery. Be authentic in all things.
Tip #3 Founders, it’s Time to Shine
If you are a founder of your company it is time to start developing your personal brand. Learning about you and our brand will intrigue people and bring them into your company. If you as a founder live and breathe your company’s brand and combine your personal brand with your company’s brand you will become unanimous with your business.
To begin growing your personal brand, think about:
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Utilizing your social media
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Post regularly
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Reshare social media posts from your company account
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Become a thought leader
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Write blog pieces for your company website
All of these things will allow potential customers to learn more about who you are and learn about your thoughts and opinions. It allows people to feel as though they are getting a look into the behind the scenes of your business. This further builds relationships with clients and allows them to grow trust in your brand.
Tip #4 It’s a Flywheel Not a Funnel
Remember that marketing is a flywheel not a funnel, you should not be letting go of your clients and “losing” them at the end of the project. According to the Harvard Business Review “it costs 5 times more to attract a new customer than to keep an existing one”. To function your brand and marketing in a continuous flywheel you will build a loyal customer base and hold on to your customers longer, and you will not need to spend more money to find new clients.
Some important steps to remember when transitioning into a flywheel from a funnel are:
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Take YOURSELF through your customer journey… start to finish.
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Audit your “on-boarding and off-boarding” process
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Ask yourself…What could be your “chocolate on the pillow?”
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Interview Your brand loyalists REGULARLY
By completing these steps regularly you will be able to focus your marketing efforts on current and recurring clients and continue to build your loyal customer base.
Tip #5 Consistency is Key
“The foundation of a strong brand is trust. And trust is built on consistency”. This quote emphasizes the importance of consistency when it comes to your brand. Ensuring that your brand is consistent is valuable for building trust and developing the relationships that your customers have with you.
You might ask yourself what does consistency mean? What does it look like for my brand? To ensure that you have brand consistency consider the following:
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What is your brand voice?
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Does your team have a “script”?
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Do you have a BRAND PROMISE that you KNOW you can deliver on?
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Put your brand, content, print, store assets on a table… What does it look like?
Evaluating your brand through the lens of these questions will help you to see more clearly if your brand is consistent and where to improve.
Your Brand is Everything
For every entrepreneur and small business owner out there understanding what your brand is and how to make a brand that will actually benefit your business is essential for success.
When you apply the above tips you will see incredible results in building loyal customers and a larger client base.
If you find yourself in need of help or just need someone to help you take that first step into rebranding, or revamping your brand reach out to us here at Big Red Jelly and get set up with one of our brand experts to begin your journey into making your brand grow your business.
